28 Apr 10 Ecommerce Tips for your Wholesale Fashion Website
1. SSL Certification
Anyone who visits a new location for the first time is going to examine their surroundings; websites are no exception to this rule. With the growing rate of credit card fraud and identity theft, it should come as no surprise that people are becoming more hesitant about giving out their personal information. Thus, when you are in a business where the best way to reach the busy population is through ecommerce, you
seriously need to consider how you can build trust with your potential client.
One of the easiest ways you can start is with SSL Certification. Although SSL Certification comes in many forms from various different companies, just having it can help build initial trust. For instance, a study by Actual Insights has shown that 75.66% of shoppers positively react to seeing these trust logos on a website. Although, it should also be noted that this same percentage of respondents also stated that they did not purchase a product if they didn’t recognize the company this ‘trust logo’ was guaranteed by. Knowing this, you may want to do some initial research on which companies garner the most recognition and narrow your decision from there.
Likewise, you may want to halt your desire to display as many ‘trust badges’ as you can on your home page as this may also act as a deterrent to closing a sale. After all, it is usually assumed that those with something to hide build up their defenses and you don’t want to give off that impression to a potential customer.
Since this article isn’t primarily about SSL Certification I haven’t gone too much in detail about the different forms, but if you need help with researching your options you can send us an email or give us a call and one of our representatives can help you get started.
2. Multi-Language Bar
Another good thing to have built into your website is a multi-language bar. If you have the capabilities and staff to support sales in other parts of the world, this is a good way of creating a user friendly experience for those global clientele. In addition, it indicates your prowess to a potential customer. Even if they don’t need to utilize it, just having it available bolsters a well-rounded image.
However, if you and your staff aren’t adept in other languages, you may want to err on the side of caution before implementing a multi-language bar. As efficient as ecommerce can be, the chances are pretty high that you will occasionally face a dilemma when a customer that cannot speak or write English has technical problems or issues with a product. If you want to take this approach regardless, make sure you have a plan of action that all your staff is trained to implement when given the opportunity.
3. Show Scarcity to Grab Attention
One of the ways you can get visitors to consider a product is by using identifiers. For instance, just marking items with high sales as ‘low in stock’ can dramatically increase a visitor’s desire to look into the item. Granted, you don’t want to mark all of your items as ‘low in stock,’ but giving the visitor a heads up that certain items sell better than the others will cause them to take a second look at items they may have been on the fence about.
The eye is naturally drawn to focal points and differences so use that to your advantage by placing indicators next to a few hot-selling items. Be sure to direct your potential customer to items you believe they will like and purchase rather than the items you desperately want to have sold. Chances are, if the customer agrees with the overall opinion of other buyers they will come back. If instead they find that items they are less inclined with are always marked as ‘low in stock’ or ‘best selling,’ they may be liable to believe that your store is not for them. Just like you tailor your store for the type of buyers you want to attract, be smart about which products you tag with indicators.
Also, if you have items that sell out, don’t automatically take them down. Instead, add features that allow users to request notifications when an item is back in stock. Even if you do not end up bringing the item back, these features can help you gather critical data to identify your average shopper’s needs. After all, you are in a business to cater to the needs of your customers. Since you don’t get an opportunity to discuss these needs face to face, your next best alternative is leaving them areas to voice their input.
4. Popups to capture new customers
You can utilize inline popups to give new or existing customers the incentive to make a purchase. For example, you can offer discounts for signing up to become members. When a buyer thinks they’re getting a great deal, they’ll probably be more motivated to make a purchase. After all, who doesn’t like the idea of paying less and getting more? In the process, you’ll not only make a profit, you’ll also have a chance to build a client list from the buyers who sign up.
Chances are, if they’re willing to buy your product with a deal, they’ll be willing to take a look at future products as well. Thus, the contact emails they give become future sales opportunities from email newsletters or linesheets. Likewise, you can further build client loyalty and sales by offering members only discounts once in awhile.
5. Encourage sharing
Like I just mentioned in the above section, sometimes you may not make a sale with the first person that views your site, but that doesn’t mean your website’s tactics were wasted on them. For example, around 39% of digital marketers around the world believe social sharing is very effective in boosting conversions. Also, according to another survey, 84% of online shoppers use at least one social media site.
So, what this essentially means is, you can have fans of your products do word of mouth marketing for you. Best of all, it doesn't cost you anything and it helps you broaden the scope of your target market. People are more likely to try something new if recommended by a trusted party so this can potentially be more effective than other forms of marketing. Although, in order to make the best of this opportunity, you will need to make sure all your social media widgets are up to date and available for sharing.
6. Live Chat
Investing in live chat software could be a great way to break the ice with a potential client. In addition, many of them allow you to track how long visitors are staying on a specific page and where they came from so you can more effectively help them problem-solve an issue towards making a sale. This same data can also help you gather necessary information on potential glitches or areas that need to be reworked so that they are more user-friendly. Before investing in such software, though, you should make sure to ask for staff input on recurrent problems that need to be addressed so you are able to invest in a software that meets all your needs.
7. Tell Them You’ve Been in News (Press)
Nothing fosters credibility like positive press coverage. If you have been featured by any notable media houses, your homepage is the best place to make it known to your potential buyers. However, since your homepage also needs to hold other worthwhile information, I would keep the logo placement proportionately in line with the adjoining information. If you want to give more details, you can always link up another page to display each feature in its full glory.
An example of what I mean by proportionate logo placement can be found on Joe Button’s website. As you can see, the logos are placed evenly in a grid formation that works well with the setup of the page. Also, the logos are sized and recolored so as not to distract from the rest of the page. Before recoloring any logos for use on your site, you may want to contact that company's press team regarding any objections they may have. Some are very particular about how they like their logo displayed, but for the most part, many may already have a scaled down recolored version available for you to use on your site.
8. Meeting at least the basic SEO compliances
If you want to be considered a viable output option by major search engines like Google, Yahoo, and Bing, you'll need to pass basic SEO compliances.
Click the link below to run a free diagnostic test:
Your website will need to score at least 70 out of 100 to be viewed as an acceptable site from the eyes of these major search engines. If you need more information on how to improve your website’s score send us an email or give us a call. One of our representatives can help you assess your site’s strengths and shortcomings.
9. FAQ Page
No matter how simplistic or user-friendly you believe your website to be, there are always going to be customers that come across issues and these issues may not even be about navigation or other technical components. The best way to address some of these potential problems is by creating a FAQs page for common questions. The best rule of thumb is to never overestimate a customer’s common sense. Spelling everything out clearly in one location is better than getting multiple calls or emails about the same minor question. You will also want to include information about your return policy, warranty, and shipping duration under this section even if you already have another section designated for shipping related questions.
As brilliant and clear as your site navigation may be, there will always be a customer who has multiple questions and would prefer to have them all answered on one page so save them some trouble and make your FAQs page a complete summary of common questions including questions addressed elsewhere. Trust me, your buyers will thank you and waste less time before purchasing an item so it’s really a win-win situation; you make a sale and they are able to make a hassle-free purchase.
10. Setup an Email Marketing Campaign
Keep your buyers up to date with your company’s current specials and products. Buyers usually have a few different companies they purchase from so it’s always good to keep your company at the forefront of their minds just in case they happen to be shopping for new inventory. Listed below are a few different item categories for which you may want to setup routine email blasts.
Review Request Email
Some buyers buy based on reviews and proven sales, which makes sense since products with reviews have a 10% higher chance of conversion. With this in mind, you may want to get in a habit of sending review request emails after buyers have received their purchased goods and have had some time to review the merchandise. You may even want to set a schedule to follow up with them in a few months time if they have yet to review the purchased products to see how well the items are selling. Although we’re sure the quality of your items is superb, it’s always good to have another party reinforce that idea to entice other potential buyers to buy as well.
New Stock Notice
This should be an obvious typical category, but you can make daily or weekly new stock email blasts more interesting by offering short trend/industry reports. In addition, you may want to group new stock into categories by theme or type and send emails according to these groupings so your email seems well thought-out as opposed to arbitrary.
Birthdays are memorable events for everyone, even if it happens to be a milestone one that makes an individual wish they aged backwards. One way you can join in the excitement and link your company to a buyer’s great memories is by sending them a birthday email with a special birthday discount or some other special courtesy. Birthdays only come around once a year and composing an email or using a pre-drafted email will only take a few minutes for what could potentially be a great way to encourage buyer loyalty and future sales.
Targeted Campaigns & Newsletters
Once you have a group of loyal recurring buyers, you can start segmenting them out by their purchasing habits. In this way, when you are expecting a new shipment of items you believe a certain buyer will like, you can send them a linesheet comprised of those items in addition to some other instock items they may want to purchase or restock on. Always include the instock items, they may choose to pass, but it serves as a good reminder in case they have forgotten they purchased certain high demand products from you.
If you would like to know more about how Applepalm can help you with your online fashion business contact email@example.com to schedule a free consultation.